What marketing channel is the underdog that is ready to take on the big players?

I believe Discord!

IRL -> the best way to make authentic connections and get your message across in the early days. If you are in the developer space - look at hackathons in collaboration with other teams. Collabs - B2B collabs are very underutilized

Whatsapp and Warm Connects

Reddit? I think it is one of the best, under utilized channels.

Actually, social networks. Social media accounts of large corporations are unbelievably boring.

Telegram.

this is all for B2B: sms, ringless voicemail, cold call, astro turfing (surveys -> forums, online communities). channels is unique to each product. need to spend time thinking about where your target ICP/persona lives, sleeps, eats, breathes both online and offline. every offline version has a digital version. ie. if you are targeting contractors, have someone stand outside of a home depot during the work week, and meet & greet

Small scale industry specific micro-influencers/affiliates. You already see influencer marketing shifting on most social platforms so I think it will shift much more heavily toward smaller scale - more engaged influencers.

Word of mouse

The underdog marketing channel ready to take on the big players is often considered to be influencer marketing on emerging social platforms, leveraging authentic engagement with niche audiences to create a highly targeted and effective promotional strategy.

Community-driven marketing seems like the underdog that's ready to make waves. It's less about flashy ads and more about building genuine relationships.